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Measuring the AS-IS vs To-BE and adapting your marketing plan at every stage takes courage

Few CMOs and marketing teams seem enabled yet to go the "full monty" in terms of analytics and confronting their own operations with the Exec committee or Sales teams. However, it is now critical to understand fully the customer voice, to innovate and optimise for your company's fast growth or even survival. Lack of skills, time and focused dashboard is often to blame...

 

 
 
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the impact of not optimising your analytics

 

Compare your current situation to this industry snapshot

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  • For every $92 spent acquiring customers, only $1 is spent converting them
  • 52% of consumers (65% of B2B buyers) are likely to switch brands if a company doesn’t personalise communications to them
  • For over 40% of marketers, proving the ROI of their activities is their company second's biggest challenge (after lead generation)
  •  33% of elite marketers say having the right technologies for data collection and analysis is the most useful in understanding customers 
  • Only about 22% of businesses are satisfied with their conversion rates
  • Only 7% of marketers are always able to deliver real-time, data-driven experiences across physical and digital touchpoints
  • Last but not least... Marketers that calculate ROI are 1.6 times more likely to receive higher budgets
 
 

Source: Hubspot, eConsultancy, CMOCouncil

 

Choose no more than five key metrics. It’s hard to put organisational focus on more than that, so choose wisely.
— Paul Albright (Marketo)
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Your competitors might be more advanced but you can still catch up...

No dashboard? No proven ROI on revenues or customer satisfaction? Lacking a simple business radar aligning your teams? Time to act and start with setting up the basics at least...Get inspired below from some of my projects.

 

 
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10 websites. 18 countries. 1m keywords

Delivered multi-channel campaigns in 18 European countries with leads & branding growth 


 

 
 
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10 key accounts. 3 toolkits

Helped increase win rate for 10 key account teams in Telecom, Insurance, Government
 

 
 
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5 funnel stages. 3 levels

Built a cross-marketing & sales dashboard to be used in Excel or other tools like Supermetrics or Google Analytics

 
 
 

 
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Philippe’s combined IT and marketing background make him well-equipped to drive ROI, tech and demand gen requirements
— Peter Thomas / Accenture Marketing & Comms Europe MD
 
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HOW CAN you measure & optimise?

 

A simple, easy-to-maintain dashboard both for the Board and Marketing & Sales teams usage is developed from the start and reviewed monthly across online and offline tactics.

 
 
 
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Review of current and future dashboards & metrics. Alignment of business, operations, sales and marketing KPIs to shortlist

Data & insights collection & review.  Gap analysis and 12-month roadmap. Quick win tactics (survey, focus groups, workshops etc) as needed

Dashboard v1 review & upgrade. 3-month test process. 6-month full review

 
 

let's see where you stand vs benchmarks  

Allow me to inspire and help with a 15-min call...test me !